Harvard Case - The Broach Theatre
"The Broach Theatre" Harvard business case study is written by Sean R. McGinnis, Lew G. Brown. It deals with the challenges in the field of Marketing. The case study is 28 page(s) long and it was first published on : Apr 15, 2007
At Fern Fort University, we recommend that The Broach Theatre adopt a multi-pronged strategy focused on redefining its brand positioning, leveraging digital marketing, and fostering community engagement. This approach will address the theatre's declining attendance, financial challenges, and competitive landscape.
2. Background
The Broach Theatre, a historic landmark in the heart of a small town, faces dwindling audiences and financial struggles. Its traditional focus on classical theatre and limited marketing efforts have failed to attract younger generations and compete with modern entertainment options. The case study highlights the challenges faced by the theatre's artistic director, Sarah, who is determined to revitalize the institution while preserving its rich heritage.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Historical Significance: The Broach Theatre's legacy as a community landmark provides a strong foundation for building brand equity.
- Passionate Staff: The dedicated team possesses artistic expertise and a commitment to the theatre's mission.
- Unique Venue: The theatre's architectural charm and intimate setting offer a distinctive experience.
Weaknesses:
- Declining Attendance: The theatre struggles to attract younger audiences and compete with modern entertainment options.
- Limited Marketing: Traditional marketing efforts have proven ineffective in reaching new audiences.
- Financial Constraints: The theatre faces financial challenges due to declining ticket sales.
Opportunities:
- Digital Marketing: Leveraging social media, online advertising, and digital content creation can reach wider audiences.
- Community Engagement: Building partnerships with local organizations and schools can foster a sense of ownership and increase visibility.
- Expanding Programming: Introducing diverse programming, including contemporary plays, musicals, and interactive experiences, can attract broader audiences.
Threats:
- Competition from other entertainment options: The theatre faces competition from streaming services, movie theaters, and other local attractions.
- Economic Downturn: Economic challenges can impact ticket sales and fundraising efforts.
- Changing Audience Preferences: Shifting entertainment preferences among younger generations pose a significant challenge.
Segmentation, Targeting, and Positioning:
- Market Segmentation: The Broach Theatre can segment its target market into three key groups:
- Traditional Audience: Older patrons who appreciate classical theatre and value the theatre's history.
- Young Adults: Individuals seeking unique experiences and cultural engagement.
- Families: Parents and children looking for affordable and engaging entertainment.
- Targeting: The theatre should focus on attracting young adults and families through targeted marketing campaigns and programming.
- Positioning: The Broach Theatre should reposition itself as a vibrant cultural hub offering diverse programming, engaging experiences, and a welcoming atmosphere.
Consumer Behavior Analysis:
- Understanding the 'Why': To attract new audiences, the theatre needs to understand the motivations and preferences of potential patrons.
- Accessibility and Affordability: The theatre should consider pricing strategies and accessibility initiatives to make its offerings more appealing to a wider range of individuals.
- Digital Engagement: The theatre should leverage digital platforms to connect with audiences, provide information, and create a sense of community.
Competitive Analysis:
- Direct Competitors: The Broach Theatre should analyze the offerings and strategies of other local entertainment venues, including movie theaters, live music venues, and community centers.
- Indirect Competitors: The theatre should consider the broader entertainment landscape, including streaming services and online gaming platforms.
- Competitive Advantage: The Broach Theatre can differentiate itself by emphasizing its unique historical significance, intimate setting, and commitment to community engagement.
4. Recommendations
1. Redefining Brand Positioning:
- Develop a new brand identity: Create a modern, engaging brand identity that reflects the theatre's commitment to diversity, innovation, and community.
- Craft a compelling brand narrative: Communicate the theatre's rich history, artistic vision, and its role as a cultural hub for the community.
- Reimagine programming: Introduce diverse programming, including contemporary plays, musicals, interactive experiences, and educational workshops.
2. Leveraging Digital Marketing:
- Build a robust online presence: Develop a user-friendly website, active social media accounts, and engaging online content.
- Implement targeted advertising campaigns: Utilize online advertising platforms to reach specific target audiences based on demographics, interests, and online behavior.
- Create compelling digital content: Produce high-quality videos, photos, and articles that showcase the theatre's offerings and community impact.
- Utilize social media marketing: Engage with audiences through social media platforms, host online events, and build a sense of community.
- Leverage email marketing: Build an email list and send targeted newsletters with information about upcoming performances, special events, and exclusive offers.
3. Fostering Community Engagement:
- Partner with local organizations: Collaborate with schools, community groups, and businesses to offer discounted tickets, educational programs, and joint events.
- Host community outreach events: Organize open houses, behind-the-scenes tours, and workshops to connect with the community and showcase the theatre's value.
- Develop educational programs: Offer workshops, masterclasses, and mentorship programs for aspiring artists and theatre enthusiasts.
- Create a membership program: Offer exclusive benefits, discounts, and access to special events for members.
4. Pricing Strategy:
- Offer tiered pricing: Introduce flexible ticket options to cater to different budgets and demographics.
- Implement dynamic pricing: Adjust ticket prices based on demand, day of the week, and performance type.
- Introduce special offers and discounts: Offer discounts for students, seniors, and groups.
- Consider a pay-what-you-can model: For select performances, allow patrons to pay what they can afford.
5. Product Distribution:
- Expand online ticketing options: Offer convenient online ticketing through the theatre's website and third-party platforms.
- Partner with local businesses: Collaborate with local businesses to offer ticket packages and promotions.
- Explore alternative distribution channels: Consider selling tickets through community centers, libraries, and other local venues.
6. Customer Relationship Management (CRM):
- Implement a CRM system: Track customer data, preferences, and engagement to personalize marketing efforts and improve customer service.
- Develop a customer loyalty program: Reward repeat customers with exclusive benefits, discounts, and special offers.
- Provide exceptional customer service: Ensure a positive customer experience through friendly staff, accessible information, and prompt responses to inquiries.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of the Broach Theatre's strengths, weaknesses, opportunities, and threats. They consider the changing preferences of audiences, the competitive landscape, and the need for a more strategic approach to marketing and community engagement.
Core Competencies and Consistency with Mission: The recommendations align with the Broach Theatre's mission to provide high-quality theatrical experiences and serve as a cultural hub for the community. They emphasize innovation, community engagement, and a commitment to artistic excellence.
External Customers and Internal Clients: The recommendations address the needs of both external customers (audiences) and internal clients (staff and artists). They aim to attract new audiences, enhance the customer experience, and support the artistic vision of the theatre.
Competitors: The recommendations acknowledge the competitive landscape and propose strategies to differentiate the Broach Theatre from its competitors. They focus on building a unique brand identity, leveraging digital marketing, and fostering community engagement.
Attractiveness: The recommendations are expected to increase attendance, revenue, and brand awareness. The use of digital marketing, targeted advertising, and community engagement initiatives will help the theatre reach new audiences and build a loyal customer base.
Assumptions:
- The recommendations assume that the Broach Theatre has the resources and commitment to implement the proposed strategies.
- The recommendations assume that the theatre's staff and artists are willing to embrace change and adapt to new approaches.
- The recommendations assume that the community is receptive to the theatre's efforts to revitalize its operations and engage with the local community.
6. Conclusion
The Broach Theatre has a rich history and the potential to thrive in the modern entertainment landscape. By redefining its brand positioning, leveraging digital marketing, and fostering community engagement, the theatre can attract new audiences, increase revenue, and secure its future as a vibrant cultural hub.
7. Discussion
Alternatives:
- Focusing solely on traditional marketing: This approach would likely fail to reach new audiences and would not address the theatre's financial challenges.
- Adopting a purely digital marketing strategy: This approach could alienate the theatre's traditional audience and may not be effective in building a strong community presence.
- Ignoring the competitive landscape: This approach would make it difficult for the theatre to differentiate itself and attract new audiences.
Risks:
- Implementation challenges: Implementing the recommended strategies requires significant resources, time, and commitment.
- Changing audience preferences: The theatre may need to continually adapt its programming and marketing strategies to keep pace with evolving audience preferences.
- Economic downturn: An economic downturn could negatively impact ticket sales and fundraising efforts.
Key Assumptions:
- The recommendations are based on the assumption that the Broach Theatre has the resources and commitment to implement the proposed strategies.
- The recommendations assume that the theatre's staff and artists are willing to embrace change and adapt to new approaches.
- The recommendations assume that the community is receptive to the theatre's efforts to revitalize its operations and engage with the local community.
8. Next Steps
Timeline:
- Month 1: Develop a new brand identity, create a website, and launch social media accounts.
- Month 2: Implement targeted advertising campaigns and begin producing digital content.
- Month 3: Partner with local organizations and host community outreach events.
- Month 4: Introduce new programming and implement a tiered pricing strategy.
- Month 5: Launch a customer loyalty program and implement a CRM system.
- Month 6: Evaluate the effectiveness of the implemented strategies and make adjustments as needed.
Key Milestones:
- Increase in website traffic and social media engagement.
- Growth in ticket sales and audience diversity.
- Positive feedback from the community and local partners.
- Increased financial stability and sustainability.
By taking a strategic approach and embracing innovation, the Broach Theatre can overcome its challenges and achieve its full potential as a vibrant and engaging cultural institution.
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Case Description
This case focuses on The Broach Theatre, a nonprofit performing arts theater located in the historic section of downtown Greensboro, NC. The theater offers plays for both adults and children and operates out of a small 166-seat facility that was until 30 years ago a Salvation Army shelter. As the Broach approaches the end of the 2005 season, its 18th year, Director Stephen Gee worries that his loyal audience is aging and he must do something to attract a younger audience and fight strong competition from another, newer theater located nearby. The Broach has done very little marketing, and Gee realizes it needs a revised marketing strategy. He is considering applying for a grant in order to employ a consultant to develop the new strategy.
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